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Marketing and Branding: The Indian Scenario by Ramesh Kumar S.

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Dimensions of Distribution and Retailing

The Distribution and Retailing Theme

One of the major aspects of marketing which has undergone a radical change in a short time in the Indian context is in the domain of distribution and retailing. This is important especially in the Indian context, because in emerging markets like India, the retail density (the number of retail outlets for a given number of consumers) is rising against the trend in developed western markets, where there is no such fragmentation of retailing. The challenges posed to Indian marketers are unique, as they have to compete between the traditional neighbourhood outlets, as well as with the likes of big business such as Shoppers' Stop or Big Bazaar. The distribution and retailing ...

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